Coach F/W 14.15 by Steven Meisel

[OllieJE]

cast:Lexi Boling, Leona Binx Walton, Vanessa Moody, Harleth Kuusik, Gracie Van Gastel, Issa Lish and David Alexander Flinn

weibo

 

[testinofan]

Very Meisel but nothing special

 

[orchidee]

It's interesting to see how serious Coach is about their re-branding efforts. Looks nice so far, but I agree--nothing special.

 

[GIVENCHYlover]

Dull campaign

 

[Flashbang]

Bigger:

COACH HITS THE RESET BUTTON: First came the clothes, and now, the campaign.

Coach’s new look continues with the brand’s fall ad campaign — its first under the creative direction of Stuart Vevers. The photos, which feature Vevers’ debut ready-to-wear collection, feature an “image-on-image” style, juxtaposing new portraits lensed by Steven Meisel against photos from Joel Sternfeld’s “Landscape With Path” series.

“Joel’s images were part of my inspiration for the collection,” said Vevers. “Showing the inspiration behind the work is kind of intriguing.” Vevers’ main mandate in creating the campaign, done in collaboration with branding agency Baron & Baron Inc., was to signify the brand’s ongoing evolution. “It was important that it felt true to the spirit of the new Coach girl, but even more importantly was for people to sense a change,” said Vevers. “This is a reset.” The reset sees the brand saying goodbye to Karlie Kloss, who has been in Coach campaigns for the past two seasons alongside fellow top models Freja Beha Erichsen and Liu Wen.

Rather than selecting another cover girl to replace Kloss, Vevers opted to bring on a slew of up-and-coming models: Lexi Boling, Leona Binx Walton, Vanessa Mood, Harleth Kuusik, Gracie Van Gastel, Issa Lus and David Alexander Flinn. “It’s about the next generation,” said Vevers. “To me, that also signaled a sense of change in newness and capturing these girls that feel fresh and new.”

Behind the lens, however, the Coach team selected a crew of veterans to work with Meisel, including stylist Karl Templer, art director Fabien Baron, make-up artist Pat McGrath and hairstylist Guido Palau. The location of New York City also played a crucial element in the campaign’s creative direction. “[New York] is vital,” said chief executive officer Victor Luis. “It’s very much a part of who we are, and it’s at the core of our DNA. Almost 75 years ago, Coach was started in a New York City loft. There are just many wonderful connections to Stuart’s inspiration, who we are, and most of all, the spirit of the High Line and what NYC represents. The High Line is a wonderful expression of urban renewal and at the core of what New York represents. It just seemed appropriate and right that all of these come together.”

In addition to Sternfeld’s shots of the Meatpacking District landmark, the ads will integrate portrait model shots with close-up images of the brand’s signature leather goods. “We really wanted to express that newfound search for quality,” said Vevers. “Coach is known for its great quality and leather. You can really see the detail and the nuance of the leather in those close-ups.” Vevers hopes a combination of perspectives will create a lasting image for the brand. “A big consideration was about creating a layout that could feel ownable to Coach and the Coach style,” said Vevers. “That was an important first step.” Above all, added Luis, the campaign speaks to Coach’s lifestyle image.

“We’re not just a fashion brand,” he said. “We’re not just a brand with history. We’re a brand that has a very strong DNA as a house of quality, a house of leather and a house of craftsmanship. The photos represent who we are today and where we are going. It’s a youthful, Millennial consumer very much dressed in a modern expression of today’s workwear. And that’s how people globally are dressing.”

wwd.com

 

[gossiping]

looks great, i like the contrast between the b&w and colour

 

[anlabe32]

I love it! Although it does remind me of the Interview June editorial by Mikael Jansson.

Meisel is back this season!

 

[TeeVanity]

Wow Binx is in every campaign. I don't mind this!

 

[TheoG]

I love it! Although it does remind me of the Interview June editorial by Mikael Jansson.

That's what I first thought too.

Meisel portrait are my favorite, the cast really doesn't excite me all that much but I'm interested to see the rest.

 

[Flashbang]

vogue.it

 

[FashionFanatico]

looks like one of this us suburbian editorials. like this the will not sell more bags, no way.

 

[Fiercification]

Classic Meisel, I love it. Lexi's shot is my favourite so far...I'm intrigued to see how far this luxe re-branding of Coach by Vevers can go.

 

[VogueGirl8910]

Typical Meisel, i'm glad than him is still revelant on these days.

 

[gossiping]

i love this collection and it makes it look even more desirable, they just really increased their prices for it though and it annoys me a lot

 

[fashionlover2001]

I understand that this is a re-branding of coach, but I don't like seeing top photographers like Meisel shooting brands like Coach or Juicy Couture.

It's such a downgrade from brands like Balenciaga and LV.

 

[Marc10]

I understand that this is a re-branding of coach, but I don't like seeing top photographers like Meisel shooting brands like Coach or Juicy Couture.

It's such a downgrade from brands like Balenciaga and LV.

I really wouldn't put Coach at the same category as Juicy Couture... They always have always worked with top photographers/stylists/models.

 

[TREVOFASHIONISTO]

Coach's new creative director used to be at Loewe, I don't think Coach as a brand is trying to be anything near Juicy.

 

[_incognito]

I understand that this is a re-branding of coach, but I don't like seeing top photographers like Meisel shooting brands like Coach or Juicy Couture.

It's such a downgrade from brands like Balenciaga and LV.

This is such a strange comment....


I'm interested to see how the rest of the images turn out! I'm happy for Binx, her and Lexi's shot are quite nice.

 

[Sensation]

refinery29

 

[fashionlover2001]

This is such a strange comment....

I'm sorry, but I never considered Coach a top notch brand. Sorry.
I find that brand sometimes ghetto and LowBrow.
But that's just my opinion.